Nestle expands partnership with New Age

VEVEY, SWITZERLAND — Nestle is expanding its partnership with Colorado-based organic and natural products company New Age Beverages Corp. The deal broadens New Age’s license agreement on Nestea to include all products under the brand, including Nestea powdered tea.

The company already has re-introduced several Nestea powder products on its e-commerce platform. It also plans to expand the line with new flavors and recipes.

“While we are relaunching an innovative natural and organic Nestea R.-T.-D. assortment across America’s largest retailers, we are equally as excited to now add our innovation and distribution expertise to the Nestea powdered portfolio,” said Olivier Sonnois, president for North America at New Age. “We are thrilled to have the opportunity to manage the entire Nestea brand in the United States and are committed to making it a sizable business for both Nestle and New Age.”

New Age acquired the Nestea brand earlier this year when it purchased Brands Within Reach, a New York-based sales and marketing agency. Along with Nestea, the transaction saw New Age take over licensing and distribution for Nestle’s Volvic water brand, Danone’s Evian premium water brand and The Coca-Cola Co.’s Illy R.-T.-D. coffee brand.